Asus chairman sets MEA team top-three target

Jonney Shih challenges regional management to break HP-Acer-Dell stronghold

Tags: ASUSTeK Computer IncorporatedAcer IncorporatedDell CorporationDesktopsHewlett-Packard CompanyToshiba CorporationUnited Arab Emirates
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Asus chairman sets MEA team top-three target Jonney Shih says Asus is looking at ways to invest in its Middle East operation as it bids to capture market share. (Getty Images)
By  Andrew Seymour Published  March 11, 2010

EXCLUSIVE: The chairman of Taiwanese computer maker Asus has set his Middle East management team the ambitious task of capturing a top-three position in the regional PC market.

Jonney Shih, who has been at the helm of the motherboard and mobile PC specialist since 1994, suggests the Middle East operation must aspire to the sort of aggressive goals that the company is working to globally.

Speaking exclusively to, Shih said he thought Asus was currently around the sixth largest PC supplier in the Middle East. But he believes the company is capable of gaining a place in the top-four this year, which would put it on its way towards the overriding goal of a top-three finish.

"The Middle East is actually a very important portion [of the business]," said Shih. "I really hope that we can take advantage of Asus' innovation and quality and through our [local] team's effort see if we can get into the top three in the Middle East and Africa markets."

Shih has been in the UAE for a speaking engagement this week, but spent time at Asus' Middle East office to discuss the topic of investing further in the region in order to strengthen functions such as after-sales service.

He said the Middle East business was at a key stage of its development, with plenty of scope to improve on its position and capture market share.

"To get into the top three there are of course a lot of things to consider, including how to invest more, so I think if there is anything that can help then we have a strong determination to do it," he said. "The best approach to drive the brand name is not purely through advertisement - it has to go together with effective marketing, channel management and innovation."

The challenge that Shih has laid down for his Middle East team fits with the broader plans that Asus has to break the dominance of HP, Acer and Dell by seizing a top-three position in the worldwide rankings by 2011.

At an EMEA level, the Eee PC maker is currently the fourth largest vendor - just ahead of Toshiba. IDC figures show that it shipped 6.2 million units in EMEA last year, giving it a market share of 6.4%.

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